MARK 6311
Marketing Strategy & MGMT II
T 2:00-4:50 p.m.
Spring 2012
Room 141, Business Building
Professor:
Office:
Office Hours:
Telephone:
Mailbox:
E-mail
Dr. Xueming Luo
Business Building, Room 225
1 - 2:00 PM, T. and by appointment
(817) 272-2279
Marketing Department, Box 19469
luoxm@uta.edu
Course Objectives and Learning Outcomes
This doctoral level course is designed with the goal of providing exposure to the cutting-edge
topics in the Marketing Strategy (MS) and its applications in marketing Research. Particularly,
the learning objectives of the course include:
1. read and critique the literature on the applications of MS in marketing, strategy,
accounting, and finance literature,
2. understand the history, concepts, and models of MS, conduct research project on MS,
3. submit to major academic conferences and present research projects,
4. help students to increase the likelihood to publish papers with innovative ideas in elite
marketing journals such as JM, JMR, JCR, MKS, and
5. offer doctoral students practice experience for the comprehensive exam.
These learning outcomes can be assessed based on the grading method as detailed subsequently.
Prerequisite: consent of instructor.
Course Requirements

Course website (http://www3.uta.edu/faculty/luoxm/). You may download syllabus,
presentation schedules, journal papers, marketing news, learning tips, jokes, etc..

Journal Articles (below). PDF files are available on CD
1
Course Outline (tentative; changes could be made randomly in class)
Date
1/17
Content
Key Activities
Orientation & overview
First day of class
Phd students’ prior research experience examples
Project group name lists
Scan the papers and come up two research ideas
1/24
Papers 1-4
Check research ideas, group project #1, 2
1/20 presentation by Michelle Andrews, on CEO Tenure and Firm Value
Srivastava, Rajenda K., Tasadduq A. Shervani, and Liam Fahey (1998), "Market-Based Assets
and Shareholder Value: A Framework for Analysis," Journal of Marketing, 62 (1), 2-18.
Luo, Xueming and Shuili Du (2012), “Can Corporate Social Responsibility be an Innovation
Strategy?” Harvard Business Review, April, forthcoming
Florian Stahl, Mark Heitmann, Donald R. Lehmann, Scott A. Neslin (2012), “The Impact of
Brand Equity on Customer Acquisition, Retention, and Profit Margin,” Journal of Marketing,
forthcoming
Luo, Xueming (2008), “When Marketing Strategy First Meets Wall Street: Marketing Spendings
and Firms’ Initial Public Offerings (IPOs),” Journal of Marketing, 72(September), 98-109.
1/31
Papers 5-8
Check research ideas, group project #3, 4
Guest speaker #1 (Data Help)
Tirunillai, S. and G. Tellis (2012) “Does Chatter Matter? The Impact of Online Consumer
Generated Content on a Firm’s Financial Performance,” Marketing Science forthcoming.
Luo, Xueming and Jennifer Zhang (2012), The Value of Digital User Metrics in Predicting
Future Business Performance, Working Paper.
Yubo Chen, Yong Liu, Jurui Zhang (2012), “When Do Third-Party Product Reviews Affect Firm
Value and What Can Firms Do? The Case of Media Critics and Professional Movie Reviews, ”
Journal of Marketing, forthcoming
Luo, Xueming and CB Bhattacharya (2009), “The Debate over Doing Good: Corporate Social
Performance, Strategic Marketing Levers, and Firm-idiosyncratic Risk,” Journal of Marketing,
73(6), 198-213
2/7
Papers 9-12
Check research ideas, group project #5, 6
Lee, Chan Jean and Andrade, Eduardo B., (2011) “Fear, Social Projection, and Financial
Decision Making,” Journal of Marketing Research, 48(S1), S121–S129
2
Luo, Xueming, Jan Wieseke, and Christian Homburg (2012), “Incentivizing CEOs to Build
Customer- and Employee-Firm Relations for Higher Customer Satisfaction and Firm Value,”
Journal of the Academy of Marketing Science, Forthcoming.
Raghubir, P., & Das, S. R. (2010) “The long and short of it: Why are stocks with shorter runs
preferred?” Journal of Consumer Research, 36(6), 964–982.
Luo, Xueming and Christian Homburg (2007), “Neglected Outcomes of Customer Satisfaction,”
Journal of Marketing, 71 (2), 133-49.
2/14
Papers 13-16
Project Title due
Luo, Xueming (2009), “Quantifying the Long-term Impact of Negative Words of Mouth on Cash
Flows and Stock Prices,” Marketing Science, 28(1), 148-65.
Wiersema, M. F. and Zhang, Y. (2011), CEO Dismissal: The role of investment analysts.
Strategic Management Journal, 32 (11) 1161–1182.
Michael A. Wiles, Neil A. Morgan, & Lopo L. Rego (2011), “The Effect of Brand Acquisition
and Disposal on Stock Returns,” Journal of Marketing,
Boyd, D. Eric, Rajesh K. Chandy, and Marcus Cunha Jr. (2010), “When Do Chief Marketing
Officers Affect Firm Value? A Customer Power Explanation,” Journal of Marketing Research,
47 (December), 1162 –1176.
2/21
Project Proposal & Data Help
(Business Library Data)
2/28
no class
Attending a national conference
3/6
Papers
Journal Paper Review #1 due
3/2 presentation by Ragu on CMO Value
TBD
3/13
no class
Spring Break
3/20
Project Proposal Presentation
(Project Proposal Due)
3/27
no class
Attending a national conference
4/3
Papers and help group project #1,2
TBD
3
4/10
Papers and help group project #3,4
TBD
4/17
Papers and help group project #5,6
TBD
4/24
Papers and more help group project #1,2
Journal Paper Review #2 due
TBD
5/1
more help group project #3,4,5,6
TBD
5/8
Final Project Presentation
(Final Project Due)
Grading Method
You have a total of 1000 points. The final grade will be the weighted average of the points of
paper presentation, Journal reviews, exam, quizzes, and project write-ups. This combination of
methods gives you timely feedback and assesses whether the stated learning outcomes are being
met by you throughout the semester.
Requirement
Points
Weights
Paper Presentation & Discussion
200
30% (=300/1000)
Journal Reviews (2*50)
100
10% (=100/1000)
Quizzes (5*20)
100
10% (=100/1000)
Project Proposal~
200
10% (=100/1000)
Project Final and Paper Submission to
400
40% (=400/1000)
1000
100% (=1000/1000)
conferences/Journals
TOTAL
~Oral presentations will also contribute to the points.

90% and above = A, 80% to 89% = B, 70% to 79% = C, 60% to 69% = D, and below 60% =
F.
Quizzes: Although 6 quizzes will be given during the semester, only the highest 5 scores will be
counted toward your grading (to your benefit). Quizzes will be given randomly at the beginning
of the class, during the class, or at the end of the class.
* please power off or mute cellular phones. You cannot read newspaper, solve the crossword puzzle, or do anything
not related to the class.
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Grading Tracking Form
Requirement
Points
Paper Presentation & Discussion
200
Journal Reviews (2*50)
100
Quizzes (5*20)
100
Project Proposal~
200
Project Final and Paper Submission to
400
conferences/Journals
TOTAL
1000
5
Tracking My Points
MARK 6311
Class Format
This course meets once per week. In general, each class period will address an important aspect
of MS applications.
At the beginning of each class, you need submit to me the required paper presentation &
discussion write-ups and other assignments (in hard copies) due for the day. I will start the class
by providing your some general background information (e.g., the history of the paper/authors,
industry events, why the papers are important), in a brief and quick manner.
After that, as typical in PhD level seminar classes promoting depth and quality of research, the
bulk of the class time will be devoted to presentation and discussion of the articles assigned. This
is not a MBA class (where the instructor lectures for most of the air time). Most PhD seminar
classes seem like the car driving training classes. Although I can lecture the theories of car
driving, the only way you learn how to drive successfully, however, is to get your hands on the
wheel; that is, you have to take in charge of the seminar preparation and discussion (& hands-on
research project).
I tried to compile a reading list that is important and up-to-date. However, this list is not
exhaustive, but rather serves as a good starting point for your future research career. The
approach of reading and discussing scholarly papers, though not perfect, is one of the best
available and most important ways to comprehend and master a research area. Doing so you may
gain a deeper understanding, a more comprehensive grasp, and a better preparation in conducting
high-caliber academic research and publishing in journals such as JM, JMR, JCR, and MKS.
I expect you to be blooming colleagues. Full attendance (except extreme cases such as
hospitalized or nature disaster) of classes is appreciated. In addition, extensive preparation (e.g.,
reading academic papers, writing summaries, discussing papers, etc.) is expected before you step
into the classroom.
Given the challenging nature of the papers from elite journals in marketing and finance, it is not
uncommon if you do not fully understand the papers. I do not expect you to understand
everything of the MS details per se (just like I do not expect you to be a car mechanic who can
professionally fix car problems, even you know how to drive). Therefore, when preparing, please
focus more on the applications, theory and story side of the papers, and try to relate the papers to
your own experience at work and in research projects. Expect plenty of questions (both easy and
hard ones) from me during your presentation and discussion. The success of the seminar class
depends on your preparation. Each week, you are expected to read the 3 papers carefully and
thoroughly before class.
The last several minutes of each class will cover the important learning points of the assigned
papers, guest speaking, and others. Each student will summarize his/her own one most
important point. In the end, I will wrap up the class with the key points learned for the day.
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MARK 6311
Paper Presentation & Discussion
Please submit hard copies (one copy for me and another copy for your presentation/discussion in
class) of the required paper presentation & discussion write-up at the beginning of each class.
For each class with papers scheduled for the day, each student is expected to (1) submit 4 paper
presentation & discussion write-ups, one for each paper scheduled, and (2) take full part in
discussing all papers (even you are not presenting for the day). Both will be evaluated and
reflected in the grade.

Follow the format in below for BOTH presentation and write-up. 12-point Times New
Roman font, one-page single-spaced printout.
(Your last name, first name)
(Assigned Paper # and Title)
Part A: The Paper (half-page in length)
1. The paper’s main research purposes and importance
2. Research questions/hypotheses (draw a picture, on the back of the write-up if out of space)
3. Theory applied, the justification of hypotheses (if no formal hypotheses, then write the general
research background)
4. Data source, variables, models, and results. For example, does the paper apply OLS, multivariate,
econometric, time-series or other models? Do the results support the hypotheses?
Part B: Your Thoughts to Discuss in Class (half-page in length)
5. on the strengths of the paper, what you find interesting
6. on assumptions and unanswered questions
7. on improving the writing style, theory, positioning, or models
8. on how (two points) this paper is related to another published journal article that deals with the
similar research questions/hypotheses (so, you need to find another paper on your own from JM,
JMR, JCR, MKS or other elite journals, see my website for a list).
9. on future research, make up your 2 new ideas/hypotheses related to your own experience at work
and/or the research projects you desire to conduct (this is the most important in Part B)
If you do not present the paper, you only need give me copies of the 4 write-ups following the
above format.
If you do present the paper (see a schedule of your presentation dates on my website), you need
to give me copies of the 4 write-ups and PPTs of your presentation at the beginning of each class.
Essentially, your PPT presentation follows the format above but in more details.
You begin your presentation with a real-world company/personal event. Select one current (less
than 4 weeks old) article related to marketing from BusinessWeek, Fortune, Harvard Business
7
Review, and the Wall Street Journal (all available online)*. You need to find an article that
addresses one key variable (i.e., stock return, risk, advertising, services,..) or the general title of
the paper assigned to you. In this way, we have a real-world, relevant context to start an
interesting and meaningful day. Give a copy of this current article to all students in class before
you start your presentation.
You have 15 minutes (about 15 ppt slides) for your Part A content. Expect plenty of questions
(both easy and hard ones) from me during your presentation and discussion. (red card shown
means that it is time for your Part B content).
Also, you need to lead the discussion by including your 2 new ideas/hypotheses (from Part B
above) in PPT and seeking the peer students’ answers. You also ask other students’ their 2 new
ideas/hypotheses of the paper. Please put your peer students’ ideas/comments on the board and
your counter-arguments/comments on the board as well. In addition, your PPTs need to present
the action steps for your ideas (i.e., possible variables, data source, moderators, and/or mediators)
and draw pictures of the relationships among drivers and outcomes in your context (see below).
You have 15 more minutes (about 15 more ppt slides) for Part B content.
Drivers of
….
Outcomes of
….
Key Variable
….
….
Moderators
Moderators
At the end of each paper presentation and discussion, each student will summarize his/her own
one most important point learned for the day. After that, the non-presenting students submit to
me a copy of the Paper Presentation EVA (so, every class you need submit me 4 such EVAs if you are not
presenting, or 3 such EVAs if you are presenting).
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MARK 6311
Paper Presentation EVA
The Name of the Presenter
Your Name
___________________________
__________________________
To me, this presentation provides :
Effort put in :
Poor Effort
1
2
3
4
5
6
Excellent Effort
Critical Thinking :
Very Poorly 1
Done
2
3
4
5
6
Very Nicely
Done
PPTs :
Very Poorly 1
Designed
2
3
4
5
6
Very Nicely
Designed
Overall Evaluations :
(please Circle)
D+
and below
C-
C
C+ B-
B
B+
A-
A
Write down one strong point about this presentation:
___________________________________________________________________________
___________________________________________________________________________
Write down one weak point about this presentation:
___________________________________________________________________________
___________________________________________________________________________
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MARK 6311
Journal Reviews

You are required to review two unpublished manuscripts (download PDFs from my website)
during the semester. One is due at the beginning of the class of March 6th, and the other due
April 24th. Reviewing papers is a valuable professional activity for marketing scholars. It is
also an exceptional way to develop critical thinking and paper positioning skills.

Please follow the following format.
JOURNAL OF MARKETING
MANUSCRIPT EVALUATION FORM
Please rate the enclosed manuscript on the scales below. No part of this form will be
forwarded to the authors.
Reviewer Name:
Title:
Please mark your choices below by placing an x next to them or by bolding them.
A.
Importance of the Topic/Issues Addressed to the Field of Marketing
1.
2.
3.
4.
5.
Very important
Important
Modest
Trivial
Unimportant
B.
Conceptual Rigor (Treatment of relevant literature, logical reasoning, etc.)
1.
2.
3.
4.
5.
Outstanding
Good
Minor problems
Major problems
Completely inadequate
C.
Methodological Rigor (Research design, sample, measures, and analysis.
Skip, if not applicable.)
1.
2.
3.
4.
5.
Outstanding
Good
Minor problems
Major problems
Not correctable (tragic) flaws
D.
Clarity of the Objectives of the Paper
1.
2.
3.
4.
5.
Outstanding
Good
Minor problems
Major problems
Not at all clear
E.
Clarity of Presentation/Readability of the Paper
1.
2.
Outstanding
Good
10
3.
4.
5.
Minor problems
Major problems
Not at all clear
JM - Manuscript Evaluation Form
Page Two
F.
Appropriateness of the Topic/Issues Addressed for the Journal of Marketing
1.
2.
3.
4.
5.
Highly appropriate
Appropriate
Marginal
Questionable
Not at all appropriate
G.
Relevance of the Paper to One or More Segments of JM Readers
A. Educators
B. Researchers
C. Managers
D. Public Policy Officials
1. Very relevant
1. Very relevant
1. Very relevant
1. Very relevant
2. Relevant
2. Relevant
2. Relevant
2. Relevant
3. Marginally relevant 3. Marginally relevant 3. Marginally relevant 3. Marginally relevant
4. Not at all relevant 4. Not at all relevant 4. Not at all relevant 4. Not at all relevant
H.
Contribution of the Paper in Current Form (Extent to which ideas developed in the paper advance marketing knowledge)
1.
2.
3.
4.
5.
Major contribution
Important contribution
Modest contribution
Trivial contribution
No contribution
I.
Potential Contribution to Advancing Marketing Knowledge (if revised along suggested lines)
1.
2.
3.
4.
5.
Major contribution
Important contribution
Modest contribution
Not sure
Not inclined to encourage revision
J.
Recommendation
1.
2.
_____Unconditionally accept - manuscript is publishable as submitted.
_____Conditionally accept - manuscript would be acceptable if the minor changes detailed in my
comments are satisfactorily completed.
_____Invite revision - manuscript would be acceptable if the revisions detailed in my comments
are satisfactorily completed.
_____Invite revision (Major and Risky) - Although aspects of the manuscript have merit, the author(s)
must be willing and able to undertake a major revision of the manuscript along the lines suggested.
In my estimation, such a revision would be very risky, and a final recommendation for disposition of the
paper can be made only after a review of the suggested major revision of the manuscript.
_____Reject, despite merit - manuscript should be rejected without encouraging a revision. Although there
are aspects of the manuscript that have merit, it is unlikely that the issues raised in my comments can be
satisfactorily addressed in a revision.
_____Reject - Because of the problems detailed in my comments, there is no likelihood that this manuscript
could be revised to make it acceptable for publication in JM.
3A.
3B.
4.
5.
Reviewer Comments
Title:
(add your comments here. 12-point Times New Roman font, one-page single-spaced)
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MARK 6311
Research Project
Research Project Overview:
You have two options on conducting the research project. You can either do it all by yourself or
team up with another student in class (in a two-person group).
Working in groups may be more difficult than working alone. Be prepared to face the challenges
of working with people and avoid finger-pointing at the end of the semester. Allow me to provide
assistance and guidance in the early stages of your group project.
The major purpose of the research project is to promote learning. The team research project is an
opportunity for you to experience what is involved in conducting a marketing research study.
You may need to do some initial library research, literature review, collect the data, analyze the
data with statistical models, and present the results and their implications in both oral and written
forms.
Research Project Due Dates:
Due Date
Project Title
Feb. 14, 2012
Project Proposal* (and PPTs**)
Mar. 20, 2012
Project Final* (and PPTs**)
And Paper Submission to
conferences/Journals
May 8, 2012
* If done in group, then group member peer evaluation scores will be counted. See the peer evaluation form
on the class website, based on individual member’s efforts and contribution to the group research project.
**By and large, PPTs are copy-and-paste from the write-ups.
12
Research Project Title Examples:
You may need COMPUSTAT, CRSP, EXECOMP, I/B/E/S, DATASTREAM, and other data
sources. Consult the marketing librarian Ruthie Brock 817-272-5327 (or 7152),
brock@library.uta.edu http://libraries.uta.edu/byrne/csb/welcome.htm. To have access to these
archival data sources, you should click https://wrds.wharton.upenn.edu/index.shtml and apply an
account ASAP (when sign up, from menu choices, select phd student account type and list my name as your
supporting professor. Ruthie will approve your account in about 2 weeks ).
The easiest way to start your project is to look at listed papers. Realistically speaking, your
research project in this one-semester class is largely dependent on what data you can obtain. You
need to think what industry/sector you would like to focus on (car industry, pharmaceutical,
insurance, banking, travel, oil, telecom, computers, retailing…), then try to collect data about
what you are interested in.
You may restrict the sample to R&D intensive industries: chemicals and pharmaceuticals
(Standard Industrial Classification code [SIC] 28), machinery and computer hardware (SIC
35), electrical and electronics (SIC 36), transportation vehicles (SIC 37), and scientific
instruments (SIC 38) (see Eberhart, Maxwell, and Siddique 2008, J. of Acc. Research, p. 34 ).
In general, I am quite flexible and open-minded regarding your research project title and data
types. I can also allow you to use some datasets in my own research collection if you are
interested. Just tell me and let me help you.
General examples of marketing topics for your research project
Customer Satisfaction:
•
deciding on how to measure it and developing a strategy to respond
Segmentation:
•
deciding which (and where) segments should be targeted & their benefits
Product:
•
determining features, packaging, and desired market position
Distribution:
•
determining number and type of retailed & setting mark-up amount
Advertising & Promotion:
•
determining how much to spend and on which media outlets
Personal selling:
•
setting goals and sales force territories and number of sales staff
Price:
•
setting level, responding to competitors, using pricing strategies
Branding:
•
building and capitalizing on brand equity/loyalty
In real-world, the research topic is determined by an extensive review of the literature and powerful
critical thinking. Put differently, you need do a lot of homework.
I will discuss and approve your research topic in the class of Feb. 14, 2012. To help you, I encourage you
to start working on the project early enough (i.e., data, hypothesis, theory, etc.). By the end of this
session of the day, you need submit to me a half-page description on your intended title, possible data
source, and research questions (hand-writing copy is fine).
13
Research Project Proposal:
12-page in length, 12-point Times New Roman font, double-spaced printout (due Mar. 20, 2012).
Follow the frontend style of JM papers (e.g., listed Paper 2, Paper 17, and Paper 16 style) until the results
section. It should include the following:
1. Cover page (the title of the paper and your name list and contact #, email addresses)
2. Research purposes, gaps, and contributions
(2-3 pages)
3. Research hypotheses, theory justification of hypotheses (draw a picture)
(7-8 pages)
4. Intended Data* source, Variables, Models (write down variables, Antecedents, Outcomes,
Moderators, and/or Mediators)
(1 page)
5. References
(2 pages, JM style)
*You may restrict the sample to R&D intensive industries: chemicals and
pharmaceuticals (Standard Industrial Classification code [SIC] 28), machinery and
computer hardware (SIC 35), electrical and electronics (SIC 36), transportation vehicles
(SIC 37), and scientific instruments (SIC 38) (see Eberhart, Maxwell, and Siddique 2008, J. of
Acc. Research, p. 34).
On Mar. 20, 2012, you also need present the project proposal. Please give me hard copies of the
write-up and PPTs at the beginning of the class.
Essentially, your PPT presentation follows the format above but in more details. You have 20
minutes (about 20 ppt slides). You also need to lead the discussion by making-up some questions
in PPT and seeking the peer students’ feedbacks, 10 more minutes Q&A discussion (about 10
more ppt slides). Expect plenty of questions (both easy and hard ones) from me during your
presentation and discussion. (red card shown means that it is time for your Q&A).
14
Research Project Final:
28-page in length, 12-point Times New Roman font, double-spaced printout (due May 8, 2012).
Follow the backend style of JM papers (e.g., listed Paper 2, Paper 17, and Paper 16 style). It should
include the following. Parts 1,2,3, and reference may be the same as in Proposal. But you may update
them if there are changes and additions (you need match the frontend and backend in the same paper).
1. Cover page (the title of the paper and your name list and contact #, email addresses)
2. Abstract
(1 page)
3. Research purposes, gaps, and contributions
(2-3 pages)
4. Research hypotheses, theory justification of hypotheses (use quotes from the literature and draw
a picture of the hypotheses)
(7-8 pages)
5. Data source, Measures of the Variables, Models (be specific about variables, Antecedents,
Outcomes, Moderators, and/or Mediators)
(5 pages)
6. Results, Hypothesis Testing, Robustness of Results
(3 pages)
7. Implications for Theory (contributions, extended what literature in marketing, strategy, finance,
psychology, etc.)
(3 pages)
8. Implications for Managers (what marketing, advertising, product managers and investors can do
with the findings?)
(3 pages)
9. References
(3 pages, JM style)
On May 8, 2012, you also need present the final project. Please give me hard copies of the writeup and PPTs at the beginning of the class.
Essentially, your PPT presentation follows the format above but in more details. You have 20
minutes (about 20 new ppt slides beyond the Proposal). You also need to lead the discussion by
making-up some questions in PPT and seeking the peer students’ feedbacks, 10 minutes Q&A
discussion (about 10 more ppt slides). Expect plenty of questions (both easy and hard ones) from
me during your presentation and discussion. (red card shown means that it is time for your Q&A).
15
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Section 22.07 of the Texas Criminal Law states that a Class A misdemeanor is punishable by (1) a fine not to exceed $4,000, (2) a jail term of not more
than one year, or (3) both such a fine and confinement. If anyone is tempted to call in a bomb threat, be aware that UTA has the technology to trace
phone calls. Every effort will be made to avoid cancellation of presentation/ tests caused by bomb threats to the Business Building. Unannounced
alternate sites will be available for these classes. If a student who has a class with a scheduled test or presentation arrives and the building has been
closed due to a bomb threat, the student should immediately check for the alternate class site notice which will be posted on/near the main doors on the
south side of the Business building. If the bomb threat is received while class is in session, your instructor will ask you to leave the building and
reconvene at another location. Students who provide information leading to the successful prosecution of anyone making a bomb threat will receive
one semester's free parking in the Maverick Garage across from the Business Building. UTA's Crimestoppers may provide a reward to anyone
providing information leading to an arrest. To make an anonymous report, call 817-272-5245.
COBA Policy on Food/Drink in Classrooms
College policy prohibits food and/or drinks in classrooms and labs. Anyone bringing food and/or drinks into a classroom or lab will be required to
remove such items, as directed by class instructor or lab supervisor.
Evacuation Procedures
In the event of an evacuation of the College of Business building, when the fire alarm sounds, everyone must leave the building by the stairs. With the
fire alarm system we now have, the elevators will all go to the first floor and stay there until the system is turned off. All those in the North tower side of
the building should proceed to the fire escape stairs located on the East and West sides of that wing.
For disabled persons: please go to the Northeast fire stairs. We have an evacu track chair located on the 6 th floor stairwell. We have people trained in
the use of this chair and there will be someone who will go to the 6 th floor to get the chair and bring it to any lower floor stairwell to assist disabled
persons. Faculty members will notify the Dean’s Office at the beginning of each semester of any disabled persons in their classes.
Should this be a real emergency, the Arlington Fire Department and UTA Police will also be here to help.
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